DRIVING REPEAT BUSINESS IN THE AUTOMOTIVE AFTERMARKET
At Corghi we’re committed to helping our customers improve efficiency and increase profitability. One proven method is to focus on improving customer experience, which will ultimately increase post purchase satisfaction and drive repeat business.
It is important to remember that the majority of your customers have little knowledge about what is involved in the automotive servicing price. As such, timeliness and in-store experience have a significant impact on developing customer loyalty.
Here are our TOP SIX TIPS for improving customer experience.
TIP No.1 – EXTERNAL SIGNAGE
Making your workshop easy to find is critical. There is nothing more frustrating for first time customers than driving around, hunting for your workshop. Ensuring all external signage is clean and that your workshop name is clearly visible from the road, is extremely important.
Of course, if you are located in an industrial complex with little or no exposure to the road, an A-Frame sign on the footpath, is a cost effect solution.
It is important that your contact details, including website and phone number are clearing legible on all signage. Also, make sure you have your trading hours included as a part of your external signage.
TIP No.2 – WAITING ROOM PRESENTATION
Perhaps the easiest and most cost-effective way to improve your customers’ experience, is to have a close look at waiting room presentation. A small amount of effort here can deliver significant results.
Once a customer steps through your front door, they instantly start judging the quality of service. As such, it is important that the waiting area is clean, tidy and free of clutter. Engaging an external cleaning business is a sure-fire way to make sure your waiting area is always looking its best.
Of course, comfortable seating, tea and coffee facilities, and a good selection of current magazines, are a must. A great way to keep reading material current is to invest in a series of magazine subscriptions, that way you’ll never miss an issue.
TIP No.3 – KEEP YOUR GOOLE DETAILS UP-TO-DATE
Ensuring your details are current on Google will help customers find you faster. You can do this for FREE by visiting google.com.au/business.
TIP No.4 – PROVIDE FREE WI-FI
Your customers will LOVE access to FREE WI-FI! This is easy to set up and your sales staff can provide the WI-FI Password on check-in.
TIP No.5 – STREAMLINE BOOKING PROCESS
A friendly greeting goes a long way!
Ensure all staff understand the importance of welcoming customers with a smile, and attending to them as quickly as possible. Ensuring bookings for the day are accurate and easily accessible, will help to keep things running smoothly during busy periods.
Checking and recording customer contact details is also critical.
TIP No.6 – INVEST IN A BATTERY CONDITION TESTER
Investing in a battery condition tester is also a great way to add value and drive sales. It provides you with the opportunity to flag potential issues, and will help your customers avoid the frustration of getting stranded with a flat battery. All vehicles that enter your workshop should have their battery tested.
Providing customers with a battery condition report is a proven tactic to increase customer satisfaction.
There you have it, six simple but proven tactics, that when combined will improve customer experience and drive repeat business.